The Creative Route in Brand Marketing

The word of “creativity” has troubled many scholars and business personnel over the years and it continues to do so. People always want to know the root of creative ideas so that they can adopt one too, and become creative and imaginative. This is quite pointless because creative people are no different than others and have no special qualification that makes their thinking ability unparallel to others. The creative director at Publicis Kaplan Thale, Amy Hodgins-Carvajal, states that creativity is a state of fearlessness and confidence oneself. She further states that children are the most creative creatures on the face of the planet, and this is because they do not rate their idea on the basis of right or wrong. What they like to do, they just do it. When organizations are in the process of the creative branding and most of them are afraid of the menaces that come along creative and unconventional ideas. The bad thing about creativity is that has not been tested by anyone, and the idea that has been tested and approved functional cannot be regarded as “creative.”

When businesses are trying to compete in the global race, they try to take all their steps with utter precision and correctness so that their money and efforts does not go in vain. However, when we think in terms of creative branding techniques, then correctness and creativity seldom goes hand in hand. What was Coca Cola brand managers were thinking when they decided to switch the youth-centric image of the company to a family centric image. You can see this change in their TV and other advertisements where they are focusing on family job and togetherness to the brand symbol. Pepsi, Dew and other brands however have gained great success with their sporty and youth centric brand representation. Coca Cola also for a long time remained on the same track but realized that for its soft drink to stand distinct than others, the branding strategy should also be different. So, the creative brand managers pulled the brand out of the conventional, though successful,  brand image and give it a very new and alluring structure that worked nicely for the brand.

Would they have planned to do this in a single day or in a single conference meeting? Certainly not! There are some parameters of creativity too. Your idea will not be considered as creative if it is not able to lift the bars of your company. However, for that to occur, a number of transition stages will have to be cleared. You have to do mistakes, in order to learn that what is a constructive mistake and what is a destructive mistake. If you are using the social media channel for your online branding, you should bear in mind that you are not alone on this line frame, and a number of other competitors are in the streamline competing for their brand exposure. Creative branding comes with creative thinking and that requires time, patience, and the guts to make errors again and again until your brand stands out.